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Advisor Marketing Made Simple
Advice Line: How Financial Advisors Can Use A Book To Attract Ideal Clients (Daniel Allgaier)
00:35:31
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- [00:00]
Kendra
Hey, it's Kendra and Taylor and we're here to make Advisor Marketing simple. Today's guest is Daniel from Equity Comp FP. His one person firm has been helping clients for eight months. His current revenue is $18,000 with $2.3 million in assets in arrangement and he wants to grow to $600,000 in revenue in the next few years. Welcome to Advisor Marketing Made Simple. Today we're having a conversation with our friend Daniel just to kick us off here. Daniel can name your firm and your location.
- [00:34]
Daniel Allgar
Yeah, my name is Daniel Allgar. My firm is called Equity Comp fp. I'm located here in Salt Lake City, Utah.
- [00:41]
Kendra
And what's the big question you want to dive into today with Taylor and I?
- [00:45]
Daniel Allgar
So the biggest one here is I, I have a book, I wrote a book on equity comp. So helping, you know, people navigate stock options, Equity comp from work and what's the best way to get that book into people's hands? I guess specifically into the right people's hands because it's very specific to the audience. I mean 99% of the people are not going to read this book because either one, they don't have stock options. I mean they don't have stock options. So it's not applicable to them. I mean there's some carryover to other things but it's a very specific book. So getting that to the right people's hands and more specifically it's kind of got to focus on those in the tech sector being in Utah around, you know, quite a thriving tech startups, you know, building type of area. There's my opinion, quite a big opportunity here to help those that are, you know, growing these tech companies that have equity compensation to know kind of turn that into a real wealth and real legacy.
- [01:42]
Kendra
Before we jump into talking nitty gritty marketing details, I'd love to know when we talk about getting the book into people's hands, what do you want that action to do for the business? Are you trying to build your email list, generate calls? Like what specifically does success look like when you get the book into people's hands?
- [01:58]
Daniel Allgar
It would be the, to get them on a call, to push them into the bottom of the funnel type. So leading them down the path of scheduling a call and then becoming a client. So as part of there's an option to download the book. So as they download the book they are put into the newsletter. Ultimately the objective would be have them download the book and then schedule a call.
- [02:26]
Kendra
And inside the book, do you have any simple Calls to action there that lead back to scheduling a call with you?
- [02:31]
Daniel Allgar
Yeah, I think within the book there's three to five scattered throughout. It's pretty upfront.
- [02:39]
Kendra
And then for the book itself, when we talk about getting this book into people's hands, I notice there's a digital version that's free and the physical book I believe is maybe 25. Is that accurate?
- [02:49]
Daniel Allgar
Yeah, you can download the physic, the digital copy for free. Order the actual physical book.
- [02:56]
Kendra
All right, so now that we know that, I want to start looking at your initial question here, which is how do we get this book into the right people's hands? Can you tell me what marketing activities you're currently doing overall for the firm?
- [03:08]
Daniel Allgar
Currently right now I'm running some Facebook ads. So having somebody help me with generating, putting information out there on Facebook. The challenge there is, and I'm no expert here on Facebook but the challenge is because it's a financial services, you cannot really drill down or segment people out. So I get the whole gamut of, you know, people on that Facebook world.
- [03:31]
Kendra
Quick question on that with, with the Facebook ad that you're running, what is the offer there?
- [03:36]
Daniel Allgar
To download a copy of a book.
- [03:38]
Kendra
Okay. Any other marketing activities right now to build awareness about the firm? Just overall?
- [03:44]
Daniel Allgar
Yeah. So the LinkedIn through Sales Navigator able to reach out or to build a list of would be a target demographic and then sending connections requests to them and then shortly after the connection following up with a simple message saying hey, thanks for the connection. I like to have conversations about equity compensation. What have been some of your biggest challenges and leave it pretty open ended from there. If they respond back then trying to, to get the book to, you know, point them towards the book. In the past I have tried this short form video but that was before the book was out. So I did have a little bit of outreach there but again the book wasn't out so there wasn't any offering for the book.
- [04:26]
Kendra
Any other marketing activities other than Facebook ads and LinkedIn?
- [04:31]
Daniel Allgar
Yeah, I do the weekly newsletter. So those that have signed up for the book or are put into that and then anyone that's signed up outside of that. I've been more active as far as the networking. So going to local and I'm pretty specific on the ones I'll attend specifically to those that are focused in the tech sector. So there's a group called Silicon Slopes. So if they're putting on stuff, trying to get out to some of those events and getting my name out there now with the.
- [05:03]
Kendra
Is that all the kind of current activities from a marketing standpoint.
- [05:07]
Daniel Allgar
Mm, great.
- [05:09]
Kendra
Of those marketing activities, how has the approach with Facebook ads running to the free book offer in the LinkedIn outreach? What's your success been like there?
- [05:21]
Daniel Allgar
So the Facebook ads have been pretty good. Usually it's about four leads per day coming in and, and I'm. My daily budget's about 15. It's at 15. So. So anywhere. I mean sometimes there's less, sometimes there's more, but about four leads per day. And then downloading the book from there, I haven't had any interest and it's been probably about two to three weeks of running those ads, but I haven't had anybody come from there. Go to scheduling.
- [05:50]
Kendra
Okay. With those leads that are coming in through the Facebook ads, are you tagging them on the back end of your email system?
- [05:57]
Daniel Allgar
You can see I am, yeah, yeah. So they're put into the, you know, they're coming in as contact from interest in the book and they're specifically tagged as those that came through Facebook for those leads.
- [06:08]
Kendra
Are you sending, do you have any email automations that are going out to those.
- [06:12]
Daniel Allgar
Yeah, there's a, there's a five day email sequence. So initial sign up, they'll get the book and then they're getting a five email trip.
- [06:19]
Kendra
Perfect.
- [06:20]
Daniel Allgar
In sequential days of those emails.
- [06:23]
Kendra
What kind of open rates are you getting on those emails? Like what kind of open and click rates?
- [06:26]
Daniel Allgar
My click rate's pretty low. My open rate, I had it up earlier. I want to say my open rates maybe 20 to 30% if I remember right. I don't know for sure I should have had that, but.
- [06:37]
Kendra
Okay, that sounds good. Okay, that's giving me some good ideas. And then let's zoom up really quickly from a, from a marketing stand put and think about, you know, when you're educating people on equity comp. How do you prefer to educate them? Do you like to write? Do you like to speak? I'm assuming because you wrote, you know, that's definitely a channel. Where, where do you kind of feel organically pooled or that you enjoy the medium?
- [06:59]
Daniel Allgar
The medium that like I always come back to the ideas whenever I have like the a marketing idea. Generally it starts around like creating a video and I haven't done much of that. But the idea of, you know, having listening to the podcast and the thoughts of like what I would like to do would be to put like an educational video out, you know, again, on, on YouTube, maybe splitting that into. Into shorts to spread it across a couple different platforms.
- [07:26]
Kendra
When you did video? Did you enjoy it?
- [07:28]
Daniel Allgar
I did, yeah, I did. It's kind of a double edged sword because at the first you're like, man, I really suck at this. But then after you do it for a while you're like, okay, I could improve this, I could do that. You know, I'm pretty basic when it comes to the technology and the editing but you know, that just comes with time and right now I have more time than to, to do that kind of stuff. So yeah, I did enjoy that and I think having it out there and pushing it out there is something that can be beneficial because I think about how I consume stuff is a lot of video.
- [07:55]
Taylor
Yeah.
- [07:55]
Kendra
Two quick questions and Taylor, I'm going to bounce this over to you if you got anything coming up. This has been really helpful. You already given me some good ideas for the current clients that you do have. How do they find you?
- [08:05]
Daniel Allgar
So one was the known previously. So through my efforts that hasn't been come in I guess from marketing efforts. So that's where I, I, I struggled because I haven't been able to see success from the efforts other than it was prior relationships.
- [08:19]
Kendra
And for your website, do you have an idea of how much traffic you're getting right now?
- [08:23]
Daniel Allgar
Monthly it's a little skewed because of the Facebook ads and they're jumped a lot of traffic, but before it was very low, like probably 15.
- [08:33]
Kendra
Okay, that's helpful.
- [08:34]
Daniel Allgar
Monthly when Facebook ads started, it jumped to like the first week, like 500 plus in a week.
- [08:41]
Kendra
Okay, one more quick question. On those Facebook ads, for the copy in the image, are you specifically making it clear and calling out, you know, tech pros, tech executives. From a visual like copy and creative standpoint, is it clear who that book is for?
- [08:55]
Daniel Allgar
Yeah. So the image is an image of like myself or my family. So it's like a more personal image. It's not like here's somebody in a suit or here's like a computer or something like that. The headline does talk about that, you know, saving taxes on RSUs, maximizing your equity comp, stuff like that. And then in the text, the copy it does go through. This book would be to help you minimize your taxes, transfer the paper wealth into real wealth. And so it does go through, it's very specific. You know, download this book and the book itself is, you know, take charge of your equity comp. So I would hope that the name itself was a pretty good filter for people saying, hey look, this is probably something that would be fitting for me or not.
- [09:39]
Kendra
Taylor, what's coming up for you.
- [09:40]
Taylor
I'm curious. I know you're, you're early on in your journey here with your firm. You have a goal of 600,000 of revenue in five years. How critical is it that you reach that goal of $600,000 revenue in, in five years? Like, how motivated are you to grow this firm quickly?
- [09:59]
Daniel Allgar
I guess the answer is not motivated enough. But that sounds like pretty, pretty basic. Essentially, I burned the boats when I left and went on my own. There wasn't a plan to write a book or do any of that. So, you know, it was just an effort to say, hey, look, this is where I'm putting all my efforts into it. So, yeah, I would say the motivation is very, very high to do so now to get to that point in time. If we're looking five years down the road, I would need to see some more immediate success or some more immediate traction to be able to that. Because I feel like looking at that five year goal is great, but I, I would look more so that five month goal, if we're, we're evaluating that. So, you know, say end of year, if we're on track, somewhere around, you know, 60 to $70,000 of, of gross income would then put me on a trajectory to hit that five to 600,000 at that five year mark.
- [10:46]
Taylor
And what if you didn't see any growth at all for the next 12 months?
- [10:49]
Daniel Allgar
I would not be doing this. I would have to, my Runway would have run out by then.
- [10:55]
Taylor
Okay, speaking of Runway, what, what is your marketing budget at the moment? You mentioned $15 per day on Facebook. So, you know, times 30, you're looking at 4, 5, 0, 500 bucks a month. Is that your current marketing budget that you can stick with?
- [11:11]
Daniel Allgar
So it, it'd probably be somewhere around up to a thousand.
- [11:14]
Taylor
Okay.
- [11:14]
Daniel Allgar
A month.
- [11:15]
Taylor
Okay. I think one of the challenges here that's coming up for me, and this is a tricky one to solve because you want quick success, but you're hyper focused on this book. And so those two things are kind of just challenging for me to kind of figure out how, how do we solve this problem, because with books and I, I've, I guess I have, I have written a book, but like in a, in a different way. I've never written a book to, to try and grow my business. So I'm, I'm not an expert here, but from the outside looking in, to have success with a book, in my mind, you either have to have an audience already built where you can then sell that book to or get that book into their hands. Maybe a good example of that is my good friend Ben Brandt, who has a Retirement Starts Today podcast. He's spent years building this audience. Now he's written a book, now he can go to his audience and share that book with his audience. And so he's able to get really quick traction with that book. Amazon reviews get into people's hands. Gifts, send it to advisors he knows to share with their clients. So it becomes much easier to get that book into people's hands because he has the audience built. If you don't have the audience built. In my mind, and again, I'm not an expert here, but in my mind you have to have some sort of credibility around this book. You know, like, like who is this author? Who is this book? Why should I, why should I download this book? Why should I read it? Why should I pay $25 for this book? You know, I don't know who this person is. I don't know who this author is. We got to have some credibility around it. And when I come to your site and I see your take charge of equity comp, you know, I can, I can very quickly tell, like the book cover was certainly not designed by a professional. Not, you know, criticizing you necessarily. Like, but it's not, it's not one of those books that you would see at Barnes and Noble. Like, that's a really pretty book cover. Like, so it's not like really attracting me. I don't know who Daniel is. I don't know why I should download or buy his book. There's no reviews that are posted here to provide credibility. So it just makes it really challenging to connect those, those dots. And so it doesn't sound like you have the audience built. I'm not seeing Amazon reviews. I'm not seeing any like, credibility around the book. In order to build that, it's going to take some time. It could take 12 months, it could take 18 months, it could take two years to build that credibility for yourself to be able to get this book into more people's hands and people wanting to download and take action with you. So I guess maybe the big question is how committed are we to spending time and money and resources on marketing this book and getting this book into people's hands. Or should we set this book aside and focus on some more near term marketing activities to get these early successes so that you don't have to shut your business down? I'm not saying the book can't have quick success. Like you could find a formula to Start to get success in the next five months with this book. But I mean, if you're going to do that, Daniel, I mean, you have to, I think you have to set aside every thing else that you're doing. LinkedIn, sales, navigator, Facebook, just like all that stuff to the side and say, okay, this book is what's most important to me. I poured my blood, sweat and tears into writing this book. I know how powerful it is and I want to get it into as many people's hands as possible. And I know if I do that, I know that, you know, people will trust me and want to reach out to me. A certain percentage of them will want to reach out and learn more about my services. You have to, you know, get really obsessed with this and start to watch YouTube videos on how to, you know, market a book. Hire consultants, potentially, if you've got a thousand dollars per month budget, is there a consultant out there that you can hire for $1,000 per month to help you, you know, pour some gasoline on this thing and get into people's hands? And Kendra and I have a mutual friend who wrote a book and in his approach is like, this is my business card and I'm willing to give this book away. I'm not trying to sell it and make money. So instead of selling it for $25 a pop, he just gives it. He just like ships boxes of these books to people. That's his investment, to just get it into people's hands. So I think it's going to take some time, some money, some resources, potentially some consultants, people that are a lot smarter than us about book marketing in order to really see the success you're looking for from this book. If we're not committed to that at the moment, then maybe we pivot and think about some shorter term marketing strategies that get you those quicker wins.
- [15:21]
Daniel Allgar
Okay, I could pivot that and I like that. Using the book as a, as a business card.
- [15:27]
Taylor
Yeah. But I don't know what it costs to go and print a thousand of these books and what it's going to cost to ship them to the right people to find those people and find their addresses. And I don't know, it's a long conversation to stitch that all together. And I don't know again what, what the investment would be. But there's this like, do I want to sell this book to make money? And almost, I think every single author I've ever talked to about selling books for money will say, you don't make much money selling books. Like, it's not worth it. Except, you know, unless you're Morgan Housel So, you know, do I want to try and sell books to make a living or do I want to use this book as an investment, invest my own money to buy these books and give them to people because I know how valuable it is. I know you give away the, the digital PDF version. Before we hit record, I was sharing that I'm a, I'm a Kindle reader and I mean, I would be more inclined to download this book if it was like, hey, download the Kindle version of this book. Like it's perfectly formatted for your Kindle. Go and do that. Rather than what am I going to do with this PDF? Like, I don't typically read books in a PDF format. I know I can in a roundabout way, like get it onto my Kindle, but that just sounds like too much work. So, you know, think about the, the user who has no idea who you are. They have no idea why they should trust you. How do we make this really easy to get this information?
- [16:36]
Daniel Allgar
So I guess the question comes up off of that is, does that devalue the value of the book if it's, if it's free? That's a question I wrestled with a while ago. And that's why the price tag is $25. Because someone says, well, if it's of any value, why would you give it away for free? And if it's a short term, if it's a short term play, I'm totally cool with that because I mean, the trade off is clients coming through the door.
- [16:58]
Taylor
Yeah, I think this is where credibility really comes into play. If your book. And I pulled up Ben Br's book here on Amazon, you know, almost five star reviews, 27 ratings. Dr. Benjamin Hardy wrote his forward. People are saying great things, well designed cover. If Ben's like, hey, yeah, I sell this book on Amazon, it's 24.99, the hard cover. But Daniel, I, I really like you. I think you really benefit from this book. Like, I'm going to give you a copy. I'm going to use my own money and give you a copy. Like I would still find value in that because I'm like, wow, like Dr. Hardy wrote his forward. He's got all these reviews, like, looks like a great book. Like, that's a very generous offer. So I don't, it doesn't really devalue it. If the book is self published, there's nothing on Amazon, there's no credibility around it. And you're like trying to sell this thing for 25 bucks or give it to me for free. Like, yeah, I'm not really feeling. I'm not really feeling the value as. As the reader. Does that make sense?
- [17:47]
Daniel Allgar
Yeah, yeah, it does.
- [17:49]
Taylor
Because it's not really about the money. Like, I give away a lot of book. I invest a lot of money in giving away other people's books on. On my show. And I always think, like. Like my audience can go and spend $20 on Morgan Housel's book. Or Daniel Cross, like, it's not. It's not the money. It's just like, the act of giving this amazing book. I read this amazing book, and I think that you'll really benefit from it. Or I wrote this amazing book, and I think you'll really benefit from it. And then the user sees all the credibility around it. The, you know, the reviews, the quotes, the forwards. Like, wow, that's really nice of him to give me this amazing book.
- [18:20]
Daniel Allgar
Okay.
- [18:21]
Kendra
Because I work with the mutual friend that Taylor said, I know from behind the scenes, we use this book primarily to do two things. One, drive leads in the top of the funnel. So this particular client of mine will get on another podcast with his ideal audience and give the book away. And because we ship physical books, we get a significant amount of people, people opting in. But what we found for the sales process is the book doesn't tend to close new clients. It tends to decrease the friction of people who are already in the sales process, like, they've read the book and they're easier to close. And Taylor brings up a really good point here, which is the time you have that you need to, you know, generate more revenue really does impact some of the approach and strategy that we choose. And I want to, you know that I don't think the book isn't a lever you can't pull. I just think when we look at the timeline we have to drive new business, this may not be the most effective lever to pull right away.
- [19:20]
Taylor
Daniel, how do you feel about. Just given everything we've said about book book marketing, how do you feel about setting this book to the side for the next six to 12 months while you get some revenue in the door and confirm that I can keep my doors open? Like, how does that make you feel? I know there's, like, it's sensitive because, like, you, you poured a lot into writing this book, so I'm sensitive to that.
- [19:39]
Daniel Allgar
Yeah. And that's the honest truth. But at the end of the day, it's like, you know, the priority is the doors are Open. So if I was close minded enough to say, hey, look, I'm going to die on this hill, well then let's die on the hill. Yeah, but the priority is not, the priority is not to, to be a, a bestselling author. The priority is to, to grow the business.
- [20:01]
Taylor
Okay, so here's what I would do if we go into kind of prescription mode here and try to give you some actionable ideas. And I know it's a, a lot to think about. You came in to this like, hey, how can I get this book into people's hands? And we're like, oh, it might take a while. So I want to give you some actionable ideas knowing that, you know, you've got these, these short term goals. You know, if I was in your shoes and I spent time, money, blood, sweat and tears writing this book that I'm really proud of, it'd be really hard for me just like completely set it aside. What I might do over the next two weeks is consume a bunch of content about books and I might even hire somebody to help me refresh this cover of my book to make it look a little bit more appealing to me.
- [20:42]
Daniel Allgar
Again.
- [20:42]
Taylor
I don't know what that looks like and how you do that, but there are people out there that you can hire. Like, hey, I wrote this book like I want to just like I want to look more competitive. Like if it's on Amazon and somebody searches equity comp book like I want it to, you know, look appealing side by side with all these other amazing books that are out there. So I might refresh the COVID I might reach out to somebody that has some credibility to maybe write my forward or get a blurb on that front cover of that book. And then I might reach out to as many people as I know to, to leave Amazon reviews. Now on Amazon, they have to be verified purchases. So you have to, there's a way where you can purchase the book for somebody else as a verified purchase that then allows them to leave a written review and be a verified review. So I might, you know, go pick 30 family members or 30 friends and family, send them copies of the book, ask them to write reviews. So now I've got a really nice looking book cover. Maybe there's a blurb on the front, a nice forward from somebody with credibility. I've got some reviews around it. Maybe I refresh my landing page. Like I think you could accomplish all that in a pretty short period of time. So now you have this thing that, that's there that you know, will give you credibility as you pursue some of these other marketing activities. And I think the one marketing activity that comes up for me at the moment, it's just really timely because it's what I'm working on right now to get quick success is the Kitsis Marketing Summit is coming up next month. And one of our guest presenters is David Sandu. And he kind of reminds me of, of your situation where he left his firm. He started his firm a little over 12 months ago, like 18 months ago now. He had $3 million in AUM and he used LinkedIn Sales Navigator to, to fill weekly educational webinars. So he committed to hosting one single educational webinar per week. And he used LinkedIn Sales Navigator to connect with his niche, which was aerospace and defense engineers, and use LinkedIn Sales Navigator to invite them to educational webinars. So I talked to David a lot, getting him prepped for the kids to summit, and what he said, it's really important that you have a niche. And so since you have a niche of equity comp, you could identify some companies that have equity compensation and you can narrow that down through Sales Navigator essentially kind of copy and paste his funnel that he's going to be presenting next month. So I don't know, 300 bucks, 400 bucks to attend the event. I know I'm a little biased here because I co host these events with Michael, but like a $400 investment to learn David's strategy. He went from 3 million to 19 million in AUM in just the first 12 months by doing this. So I know it's not five months, but 12 months to add 6, 15 million in AUM, $160,000 in revenue. Like, you know, you're off to the races now. And now I can get refocused on this book. And to round this all out, my comments from earlier about putting some time into the book at first. Well, now as you're running these, these webinars, these events, using Sales Navigator, like you have the book in the background that's giving you credibility as well. Like, not only am I teaching you about equity comp, but like I wrote the book on it, you know, it's on Amazon, there's reviews, there's a nice forward like that kind of starts to round out your funnel and give you that extra credibility and it doesn't go to waste.
- [23:38]
Daniel Allgar
What was it? Would you say that within that offering to attend, you receive a free copy of the book?
- [23:44]
Taylor
Yeah, I mean, I think that's a nice gesture. I'm thinking on the fly here. But it could be like, hey, I wrote the. Like, it could be at the end of your webinar, like, hey, I wrote the book on equity comp. If you want a free copy, just go to this landing page, put in your email, put your name and your address, and I will send you a signed copy of the book. Now you have their contact information, you have their email address. Now they have a copy of your book. Now you have a way to truly follow up with them. So I don't know if I'd use the book to get them to sign up. Because if I'm going to host a webinar, that's like the three things that people at XYZ Company need to know about their equity comp. Like, I want that, that webinar to be appealing. I want the webinar title and description to pull the person in, not the book. Like, don't come to the webinar for a free book. Come to the webinar because I'm going to help you solve one of your biggest pain points. And then, oh, by the way, at the end, like, I wrote this book, I'm happy to send you a free signed copy. Just fill out this form. So I think I would use it more as like a lead magnet, a way to get their contact information and get them further into your funnel.
- [24:43]
Daniel Allgar
Is there a time limit on those webinars? Do you shoot for like 30 minutes, 45, or is there like a better time of day? Like, hey, let's do this at lunch.
- [24:51]
Taylor
Yeah. So he does them. And again, like, I would highly recommend attending the event to learn from David. And there's five other amazing presenters as well. I mean, David's going to literally be sharing his screen and walking you through step by step, how he. And this is not an advertisement. Like, yes, I'm, I'm a part of this event. But I'm just saying, like, for 400 bucks, David and five others are going to share their screen, give you all their scripts, the DMS that he uses, show you the webinar registration pages, literally everything. Yes, he does them weekly at lunchtime. So I think it's Thursdays at noon. And then he has just that process using Sales Navigator to get people to show up.
- [25:25]
Daniel Allgar
Oh, I like that. I like that. Because for a while I did teach, like in person classes and webinars before.
- [25:31]
Taylor
Yeah. So I, I'm just attracted to it. Just because you have the niche, you have the book, you have the knowledge and expertise, you just have this like, really short timeline. And he is just Somebody that I've met recently that, yeah, went from basically no revenue to $160,000 of revenue in 12 months.
- [25:46]
Kendra
And you might be able to find some content in the book too that you've already written, that you've already fleshed out. Like, what's the most helpful piece? What's the thing that blows people's minds when you walk them through it? And like, what are those big. You know, you hear us talk about this in the show. When you think about your ideal client, what are those top three big pain points keeping people up at night? You know, there's potentially some content you could pull from the book. And I do think the book can be very helpful. I just think, as Taylor pointed out, with the timeframe we're working within, setting that to the side and going with a different approach like this, you're, you do have a competitive advantage because of your niche. You can specifically target by job title on something like LinkedIn. And because you have that competitive advantage, I would leverage the heck out of it. And I, I really like the plan that kind of Taylor put together there for you.
- [26:34]
Taylor
Yeah, I, I think what this means is whatever else you're spending money and time on, you set aside, you have 15 bucks a day on Facebook ads. Like, I really don't think that that's a great use of money at the time. If I've already proven that this book is amazing, people are buying it, the reviews are great. Like, this is. This is a, a critical piece of my funnel. Then I will use paid ads to pour gas on that thing. But it's hard to use paid ads to ignite something from the very beginning. So that's 15 bucks a day that I think is just kind of going down the drain. Like, save that 15 bucks. Use it in some other areas we've talked about, whether it's attending an event like the kids, a summit, or buying a course, or hiring a consultant to help you here. But you know, by taking action here and really getting focused, I would get rid of the other things that are happening around you. You mentioned YouTube earlier. Like Daniel, there's no way that you can stitch all this Together and add YouTube and manage Facebook ads and take care of existing clients and handle your sales process. Like it's just, it's just too much.
- [27:31]
Daniel Allgar
Right, right. Yeah. Just kind of hone in, but all emphasis in one area.
- [27:36]
Taylor
Yeah, yeah.
- [27:37]
Daniel Allgar
I like the idea of a short, like a 30 minute webinar. I mean, I did put the book into chat GPT and peeled out a bunch of Stuff to say, hey, what would be like the top content as far as like even breaking down like downloadables, like here's a short. What's you know, from the book. Give me you know, a handful of different blog ideas or, or you know, posts like that. So I already have a quote unquote library or content that could be used to go over and speak of the equity comp there. So.
- [28:04]
Taylor
Yeah. And again, I don't want you to get distracted with you know, repurposing it for social or repurposing the book for blog posts or like that. That stuff is just going to take a really long time and if we truly have a short Runway, we got to get hyper focused here and don't make this so hard on yourself. Like I'm sure the book is fantastic and there's a lot of good stuff there and I like the idea that Kendra had and that you're, you're running with there where maybe there's something in the book that I can use CHAT GPT to give me a framework for a webinar. But still like now I still have to build the PowerPoint, right. I gotta build the graphics. Like there's a lot to still stitch together there. So don't make it hard on yourself. David uses horse's mouth and buys the presentation decks from Horse's mouth and just like reconfigures them for or aerospace engineers. You know, you don't have to create these slide decks from scratch necessarily. So you know, you already have a benefit that you're focused on. People with equity comp. You probably have to get a little bit more clear around the pain points what this webinar is going to be about. It'll take a little bit time in the beginning but like the formula is there and it's going to be much quicker than throwing some blog posts out, throwing some Facebook ads out and like hoping, hoping people are going to reach out and call.
- [29:04]
Daniel Allgar
Yeah. So what would be the follow up after you do the webinar?
- [29:06]
Taylor
Great thing about the webinar is like you're, you're building trust and showing expertise right then and there. And so again I'll. I don't want to talk for David, but he does um, he does three what he calls educational webinars per month and then he does one call to action webinar per month. The call to Action webinar is always the same. It's something like five things you need to know to, to retire. Something like that. It's a little bit more generic. So the Three educational webinars are very hyper focused on his niche. And then he invites everybody who's attended recent webinars to join this what he calls a call to action webinar, which, which is basically like hire me. And so that's his formulas. No, I mean there is a follow up email, you know, in his funnel and they get dropped onto his email list and things like that. But he is more direct with the call to action, which again is why I brought him up. Because you want to grow quickly. You can't grow quickly by just putting people on an email list and hoping they reach out. We gotta be more direct than that. So, you know, it's that Gary Vee jab, jab, jab, right hook, right educational webinar three times per month. And then the right hook is the call to action webinar where I'm gonna, you know, I've built trust, I've shown my expertise with you. Now I'm inviting you to move forward and learn more about hiring me.
- [30:10]
Daniel Allgar
Okay, perfect. I love it.
- [30:13]
Kendra
You can see too where right now you're spending some of this money on Facebook ads. That money could be also reallocated. You know, maybe you come up with the angle of the webinar and then you hire a copywriter to help you make that a little bit more punchy or someone who's an expert in like webinar conversion to help you just kind of package that or the title if you need some support there. But with the Facebook ads, you're not necessarily on the wrong track there. It's just when we build a funnel like that, it's going to take time to warm leads like that up. So you're getting them from the ad into your email list. It's not that you did anything incorrect. We're just really looking at the fact that we, we need a faster ramp. So when we need a faster ramp, we might need a different strategy. And I think Taylor really kind of put that together in a way where it's just like this book will be valuable. It's just not the most effective lever to pull right now. Knowing that we need to get clients through the door that you can do great work for in the next year.
- [31:02]
Taylor
Perfect.
- [31:02]
Daniel Allgar
Yeah, I love it.
- [31:03]
Kendra
So we've thrown a lot your way today. Are there any, you know, follow up questions you have from us on clarifying this or how are you feeling about these next steps?
- [31:12]
Daniel Allgar
No, I feel really good about this kind of digesting and moving into that like the hyper focused on that like a webinar Space. And again, having put that out there through, you know, having over the last couple months spent some time building up a following on LinkedIn 3 sales navigator. So having a good list of people out there, hopefully, and it's been very directed as far as who's going out there. I think the advice came from here is advisors need to stop adding advisors on LinkedIn. Well, unless that's your jam. Right. So that's been a pretty diligent effort of where I've stopped adding Advisor friends on LinkedIn. And it's very specific and targeted to those people that, that my message would resonate with and who I would do the best work for, for. So just taking that audience that's built and then transitioning to that for a short educational webinars, teaching webinars is something that could be really, really beneficial.
- [32:08]
Taylor
That's awesome. Yeah. And one of the cool things that I saw from, from David is if you have those connections already on LinkedIn and you know those are your ideal clients when you create a webinar event on LinkedIn, when you create one of those LinkedIn event pages, there's a really easy button to say invite all my connections or invite these, you know, hundred people. With a click of a button, I can invite all those people to my upcoming event. The hard part is just connecting with people, which is why I use Sales Navigator to connect with people. But if you have the following, if you have the people you're already connected with, it's so easy to invite them to your event.
- [32:41]
Daniel Allgar
Yeah, yeah, perfect. Yeah. Spend some time. I will. Yeah. I love that.
- [32:47]
Kendra
All right, Daniel, so we came in here to talk about books and then we talked about something totally different. And I think it was a great conversation. Based off the conversation we had today, here's what your next action items could look like when we're trying to build quick revenue for your firm in the next 12 months, which is really important part of your equation here. First, you know, in general with the book, there's only a few simple things that you need to do here to really package that up in a more appealing way. First, you're going to get aid great book cover designer and you're going to look at what are the other books in your industry or some of the examples that Taylor gave and really start to look at the different quality kind of level of designs and level up that book cover design. You're also going to get a credible forward or a credible book blurb that you can put on the front of the book. You're going to work towards getting, you know, a handful of really good quality Amazon reviews. And then I would tune into the Kidsis Marketing Summit to talk about the presentation that Taylor walked you through so you can get a clear idea of what those action items look like. I know they'll share all the slides, all the resources, all the copy. And then moving forward, using events through LinkedIn and using sales Navigator to target the ideal client that you want. So that's going to be your top of funnel, targeting them through Sales Navigator. Your middle of funnel is going to be the short webinars that you do targeted to those in tech. And the bottom of funnel will be the call to action you make to join you on a call or the kind of call to action webinar format that Taylor talked about. It's going to be coming up in the summit. Any questions about that?
- [34:23]
Daniel Allgar
No, no. That's great. I appreciate it.
- [34:27]
Kendra
Awesome. Well, for everybody listening, definitely check out the summit. I know obviously we're biased. Taylor's a part of it. But what I love about the summit is they break these pieces down very, very specifically. And I think the big takeaway for me today is that, you know, the timeline you need from, you know, marketing to revenue is a big part of the equation and how we choose and build your strategy. So if you'd love to get our insight on your strategy and make sure there isn't anything hidden in plain sight that we can see. So obviously make sure you take a look at the description of this episode. We'll have an opportunity where you can sign up for the email list and you can jump on here just like Daniel did. Thanks everybody for listening and we'll talk to you next week. We hope you enjoyed today's episode. To get the resources shared or sign up to join us as a guest on one of our advice line episodes, check out the links in the show notes. Thanks for listening and we'll see you next week.